In today's B2B marketing, there is often tremendous pressure: Every lead counts, and every conversion must happen as quickly as possible. Marketing teams are gauged by short-term KPIs, and your focus is nearly exclusively on capturing the few potential clients ready to make a purchase right now. But what if this approach is fundamentally flawed and ignores the greatest growth potential? This is where the provocative yet evidence-based work of Professor John Dawes from the renowned Ehrenberg-Bass Institute for Marketing Science comes into play. His research challenges conventional wisdom and introduces the 95:5 rule: A simple yet transformative idea suggesting that at any given time, only about 5% of your potential B2B clients are actively seeking a solution in the market. The overwhelming 95% are part of your target audience but are not (yet) ready to buy. A marketing strategy focusing solely on the "hot" 5% risks overlooking the vast growth opportunities present in this larger, currently "passive" segment. You’re competing in a crowded pond for few fish, while an ocean of potential future customers is largely ignored. In this article, we dive deep into the 95:5 rule. We explore the problem of "now" obsession in B2B marketing, explain the scientific foundation of the rule, and most importantly, show you concrete, actionable strategies on how to adjust your marketing to not only serve the 5% but also win over the critical 95% for future success. The Problem: The Dangerous Fixation on the "Immediate" 5% Marketing and sales teams are under constant pressure to generate leads that quickly turn into revenue. This environment fosters an excessive reliance on bottom-funnel tactics: Performance Marketing: Paid search, retargeting. Sales Activities: Aggressive cold calling, direct approach via LinkedIn Sales Navigator. Content: Focus on product comparisons, case studies, demo requests. All these efforts target the small group of the 5% actively seeking a solution. This fixation on the "now" carries significant drawbacks: Intense Competition: Every one of your competitors is vying for the same 5%. This drives up costs for keywords, ad space, and ultimately customer acquisition costs (CAC). Lack of Differentiation: Amid the hustle of bottom-funnel offers, it becomes increasingly difficult to stand out from the competition. Messages often sound very similar ("We boost your revenue," "Our software solves problem X"). Missed Potential: The 95% not buying right now are overlooked. When these potential clients are ready to purchase in 6, 12, or 18 months, they may never have heard of your brand or formed no positive association with it. Weak Negotiation Position: If a buyer meets your brand only when deeply into the buying process and actively comparing options, your chances of winning the deal are statistically low. Brands that are familiar and trusted beforehand have a massive advantage. Solely concentrating on the 5% is a reactive approach, which incurs high costs and leaves long-term growth potential untapped. The Paradigm Shift: Understanding the 95:5 Rule The 95:5 rule is not an arbitrary number but based on extensive research by the Ehrenberg-Bass Institute, known for its evidence-based marketing principles (including Byron Sharp’s bestseller "How Brands Grow"). The core message is simple but profound: 5% are "In-Market": This group has a recognized need, is actively researching, and is ready to make a purchasing decision in the near future. 95% are "Out-of-Market": This group belongs to your potential target audience (e.g., companies of the right size and industry) but currently has no need, urgency, or awareness of a potential problem. They are, however, your future buyers. The key insight is: The 95% are not a lost group but your most important asset for future growth . If you manage to be present with this vast majority before they even think about a purchase, you have an unbeatable advantage when the need finally arises. The Solution: Building Bridges to the 95% – Marketing for the Future So how do you reach the 95% who are not actively listening right now? The answer lies in building Mental Availability . This concept, central to the Ehrenberg-Bass Institute's work, describes the likelihood that a buyer thinks of your brand in a relevant buying situation. Imagine the CTO of a manufacturing company (part of your 95%) reading a technical article about production optimization. If your ERP systems brand comes to mind positively because he recently saw an interesting ad or a relevant post from you, you’ve created mental availability. Months later, when he is actually evaluating a new ERP system (and becomes part of the 5%), your brand is already positively anchored in memory. How Do You Build Mental Availability? Broad Reach: You need to reach as many potential buyers within your category as possible, including the 95%. It’s about generating a large number of market contacts over time. Consistency: Brand building is a marathon, not a sprint. Regular presence over long periods is crucial. Distinctive Brand Assets (DBAs): These are the sensory and semantic cues that help buyers easily recognize and remember your brand without having to read the brand name. These include: Logo Color scheme (e.g., Telekom Magenta, IBM Blue) Slogan or tagline Jingles or sounds (e.g., Intel Inside) Characters or mascots Unique visual style in ads and content These DBAs must be used consistently to build strong memory structures. Linking with Category Entry Points (CEPs): CEPs are the various situations, needs, or problems that prompt a buyer to think about a specific product or service category. Examples in B2B: "We need to reduce our production costs." (--> ERP system, automation solution) "Our current software is outdated and no longer secure." (--> New software solution) "How can we make our sales processes more efficient?" (--> CRM system, sales automation tool) Effective marketing links the brand’s DBAs with relevant CEPs in the target audience’s mind. The 95:5 Rule in Practice: 4+1 Strategies for Your B2B Marketing Based on the insights of John Dawes and the Ehrenberg-Bass Institute, specific recommendations arise: 1. Rethink Success Measurement: Look Beyond Immediate Sales The greatest mistake is measuring the success of marketing activities—especially those targeting the 95%—solely by short-term sales or leads. If 95% of your audience cannot buy immediately, 95% of your efforts will inevitably have a delayed impact. What You Can Do: Measure Brand Health Metrics: Track long-term indicators like unaided brand awareness (when asked "Which providers for X do you know of?", is your brand mentioned?), aided awareness, brand image, and recognition of your DBAs. Measure Reach: What percentage of your total addressable market (TAM) do you reach with your marketing activities over time? Is this percentage growing? Measure CEP Associations: (Advanced) Understand with which buying situations your brand is associated and if you occupy the most relevant CEPs. Accept Longer Periods: Building a brand takes time. Do not expect immediate miracles but track trends over quarters and years. 2. Prioritize Reach: Speak with More Potential Clients Many B2B marketers believe in the power of high frequency—the assumption being that complex buying decisions require many touchpoints. However, Ehrenberg-Bass research shows this is often inefficient. What You Can Do: Focus on "Unique Reach": Invest your budget so you reach as many different potential buyers in your category as possible, rather than targeting a few repeatedly. The first exposure to advertising often has the most impact on memory. Further repetitions have diminishing returns. Utilize Broad Channels (sensibly): In addition to targeted performance channels, broader reach channels can also be sensible in the B2B context, such as trade media, industry newsletters, relevant podcasts, LinkedIn brand awareness ads, YouTube, or even industry-specific events. Be Patient: It takes time to achieve broad market penetration. 3. Focus on New Clients: The True Growth Engine A widespread misconception is that growth can mainly be achieved through more sales to existing clients (upselling, cross-selling). However, the data clearly show: The greatest growth potential almost always lies in acquiring new clients (penetration). What You Can Do: Primarily Align Your Marketing with Acquisition: Indeed, customer retention is important, but most of the marketing budget and strategic efforts should aim at acquiring new buyers for the brand—reaching out to the 95%. Understand the Limits of Loyalty: Existing clients often have a natural cap on what they can or are willing to buy from you. Excessive efforts to yield more from them often result in low returns. 4. Build and Defend Distinctive Brand Assets In a sea of often generic B2B messages, strong, recognizable brand elements are invaluable. What You Can Do: Identify and Define Your DBAs: What makes your brand unique and recognizable? Is it your logo, colors, slogan, a specific visual style? Use Your DBAs Consistently: Deploy these elements across all marketing channels and touchpoints—from the website to ads to sales presentations. Resist the Urge for Frequent Rebranding: New marketing leaders often want to leave their mark by redesigning everything. This can be disastrous as it destroys memory structures built over years. Instead, strengthen and nurture your existing assets. Changes should be evolutionary, not revolutionary. +1. Adapt Creativity and Messaging for the 95% How Do You Talk to People Who Have No Immediate Buying Need? Be Interesting, Not Just Sales-Driven: Provide valuable content, insights, or entertainment relevant to the industry, even if it does not directly prompt a purchase. Focus on Branding: Use creative approaches to create positive associations and embed the brand in memory. Tell stories, show expertise, build trust. Link Yourself with CEPs: Communicate in which situations your solution is relevant to set the right triggers in the target audience's mind. Less Hard-Sell, More "Always-On": It’s about continuous presence and being perceived as a helpful and competent resource. Balance Is Key: Not an Either-Or The 95:5 rule does not mean neglecting performance marketing or serving the active 5%. Quite the opposite: An optimal approach combines both: Long-Term Brand Building (for the 95%): Investments in reach, DBAs, CEP linkage, and creative brand communication. Short-Term Activation (for the 5%): Efficient performance marketing activities, sales enablement, and conversion optimization to capture demand as it arises. The art is to find the right balance and synergy between these two approaches instead of focusing on just one. Conclusion: Think Long-Term, Act Strategically The 95:5 rule by John Dawes and the Ehrenberg-Bass Institute is more than just an interesting statistic; it is a fundamental wake-up call for B2B marketing. It challenges us to rethink our obsession with immediate results and embrace a longer-term, more strategic perspective. By consciously starting to advertise for the 95%—through building mental availability, prioritizing reach, focusing on acquiring new clients, and consistently using distinctive brand elements—you lay the foundation for sustainable growth. You reduce the reliance on expensive bottom-funnel battles and increase the likelihood that your brand will be the first choice when your future clients are finally ready to buy. It’s time to end the chase for the 5% and start cultivating the ocean of the 95%. Your future self (and your sales team) will thank you for it. Sources and Inspiration This article is significantly inspired by the work and publications of Professor John Dawes from the Ehrenberg-Bass Institute for Marketing Science. His research on the 95:5 rule and the principles derived for effective marketing, especially in the B2B context, presents a valuable, evidence-based challenge to traditional marketing approaches. We encourage all marketing professionals wanting to dive deeper into this matter to engage with the publications and discussions by Professor Dawes and the Ehrenberg-Bass Institute to gain a more comprehensive understanding of long-term successful brand management.

As always, the Online Marketing World remains exciting, thanks to new technological developments, ever-changing algorithms, and a year full of Google updates. Artificial Intelligence is shaking up all channels and opening new opportunities. The experts at internetwarriors have once again compiled the most exciting trends and current developments from various online marketing disciplines for 2024. We provide you with an overview of what remains important, what will become important, and how you can prepare for it. General Trends in Online Marketing 2024 Online marketing agencies in Germany, like elsewhere, must adapt to global trends while accommodating the country-specific aspects of the German market. Let's delve into some of these trends and how they specifically apply to the German context: 1. Compliance with Data Protection Laws: Germany is known for its strict data protection laws, particularly under the EU's General Data Protection Regulation (GDPR). Online marketing agencies must ensure compliance with these regulations, focusing on privacy-friendly strategies and transparent data usage. 2. Mobile and Voice Search Optimization: With a high smartphone penetration rate in Germany, optimization for mobile and voice search is crucial. This includes creating mobile-friendly content and optimizing for German-language voice searches, taking linguistic nuances into account. 3. Integration of E-Commerce: Germany boasts a strong e-commerce market. Online marketing agencies are increasingly integrating e-commerce functions into social media and other platforms to facilitate direct sales and enhance the customer journey. 4. Sustainability and Ethical Marketing: German consumers are generally very environmentally conscious. Agencies should focus on sustainable marketing practices and promote clients' eco-friendly initiatives, which can significantly influence consumer decisions. 5. Localized Content and Multilingual Strategies: Although a large part of the German population speaks English, localizing content into German is key for deeper market penetration. Given Germany's multicultural landscape, multilingual marketing strategies can also be advantageous. 6. Video and Interactive Content: The popularity of video content is rising in Germany. Agencies should focus on creating engaging video content, including interactive elements, to enhance user engagement. This includes using platforms popular in Germany like YouTube and TikTok. 7. Artificial Intelligence and Automation: The use of AI for customer segmentation, personalized marketing, and predictive analysis is becoming increasingly important. German online marketing agencies are investing in AI-driven tools for more efficient and effective campaigns. 8. Influencer Marketing: Influencer marketing is effective, but there's a shift toward authenticity. German agencies focus on micro-influencers and influencers who closely align with the brand's values and target audience. 9. Chatbots and Artificial Intelligence: Implementing chatbots and artificial intelligence in both German and English can enhance customer service and provide a personalized experience, which is crucial in the German market known for its high standards in customer service. 10. Virtual and Augmented Reality: AR and VR are still in their early stages but are already being explored to create unique brand experiences. This is particularly relevant in sectors like the automotive and engineering industries, which are significant in Germany. 11. Remote Work and Collaboration Tools: The trend towards teleworking also impacts German agencies. This requires efficient online collaboration tools and strategies for managing distributed teams. 12. Focus on B2B Marketing: Given Germany's strong industrial and manufacturing sectors, B2B online marketing holds particular importance. Agencies develop specialized strategies for B2B marketing and leverage LinkedIn and other professional networks. For online marketing agencies operating in Germany, it is crucial to understand and adapt to these trends while respecting local culture and regulations. The ability to innovate while ensuring compliance and localization will determine their success in the evolving digital landscape. AI and Its Applications in 2024 AI and machine learning are becoming increasingly important for data analysis, customer segmentation, and personalized marketing. They can predict buyer behavior, optimize advertising campaigns in real-time, and provide insights that might escape human analysis. The integration of Artificial Intelligence (AI) and machine learning (ML) in online marketing is revolutionizing how businesses approach their digital strategies. Here's a closer look at how these technologies are impacting the field: 1. Customer Segmentation and Personalization: AI algorithms can analyze large data sets to identify patterns and segment customers more effectively. This leads to highly personalized marketing strategies, tailoring content, emails, offers, and advertisements to individual preferences and behaviors. In Germany, where data protection is a priority, AI can help tailor content while respecting data protection regulations. 2. Predictive Analytics: AI and ML are excellent for predictive analytics. They can analyze past consumer behavior to predict future actions. This is particularly useful for forecasting market trends, understanding consumer preferences, and making inventory decisions. In a dynamic market like Germany's, predictive analytics can give businesses a competitive edge by keeping them one step ahead of trends. 3. Chatbots and Conversational Marketing: AI-powered chatbots can provide personalized customer service and marketing. They can handle inquiries, offer recommendations, and even assist in the purchase process. In a market like Germany, known for its high standards in customer service, chatbots can improve the user experience while providing valuable data insights. 4. Real-Time Ad Optimization: AI algorithms can optimize advertising campaigns in real-time by adjusting bids, targeting, and content based on ongoing user interaction and feedback, ensuring marketing budgets are used more efficiently and ads reach the most receptive audiences. 5. Content Creation and Optimization: AI can aid in creating and optimizing content. From generating basic reports and news updates to assisting with language translation and SEO - AI tools are invaluable in content marketing. 6. Email Marketing Optimization: AI can personalize email campaigns based on user behavior, ensuring messages are sent at the right time, with the right content, and to the right audience, increasing the chances of engagement and conversion. 7. Sentiment Analysis: With sentiment analysis, AI can capture public opinion and emotional reactions to marketing campaigns, products, or the brand as a whole, which is particularly useful for adjusting marketing strategies in response to public sentiment. 8. Image and Voice Recognition: AI technologies are advancing in image and voice recognition, which can be employed in innovative marketing campaigns like interactive ads or voice-activated experiences. 9. Fraud Detection and Security: AI can help detect and prevent fraudulent activities in digital marketing by identifying unusual patterns and behaviors indicating fraudulent clicks or transactions. 10. Market Research and Consumer Insights: AI tools can process large volumes of market research data to gain insights that would be challenging for humans to capture manually. This includes understanding market trends, analyzing competitors, and consumer behavior patterns. In Germany, where technology adoption is high, and there is a strong focus on innovation, AI and ML are particularly relevant for online marketing. However, agencies must align the use of these technologies with strict data protection laws. The key to successfully implementing AI and ML in German online marketing lies in leveraging these technologies to enhance customer experience and engagement while ensuring transparency and compliance with GDPR and other regulations. Let's take a closer look at the key Online Marketing Channels , their current developments, and trends. SEA & Social Trends 2024 No surprise: Artificial intelligence, automation, and smart bidding remain the main topics in Google Ads. In search, as well as in the management, optimization, and delivery of campaigns, Google continuously develops AI technologies. Specific SEA trends we see for 2024 are: 1. Demand Gen Campaigns (previously Discovery): The new AI-supported Demand Gen campaign type for Gmail, Discover, and YouTube was officially introduced by Google in June 2023. By October, these were available to all advertisers and replaced the previous Discover campaigns by November. They offer high potential: creative ads for greater relevance and more engagement. 2. YouTube Shorts: The YouTube Ads channel will soon also enable advertising in YouTube Shorts. This innovation is currently in the beta phase and accessible to selected advertisers. Once rolled out to everyone, advertisers will have new opportunities for visibility in the popular video format. 3. New Search Experience in Yahoo Search: According to Brian Provost, Senior VP and General Manager of Yahoo Search, the new Yahoo Search Experience is scheduled to roll out in early 2024. Although specific features haven't been disclosed yet, it's likely Yahoo will also implement AI-backed features. We'll monitor how this impacts search engine market shares in Germany and Yahoo Ads. 4. New AI Features in Search: Google also continuously enhances the Search Experience with new AI-based features. For SEA, updates in the Shopping area of mobile search are particularly relevant. Examples include AI-generated gift ideas or images for clothing searches. As usual, these updates are often first rolled out in the USA, and when they'll reach Germany remains to be seen. 5. AI in Social Media and Social Ads: In social media, artificial intelligence remains a major topic. An example is Meta's AudioCraft, a KI-driven tool for creating music and other audio files, presented in August. In September, Meta also introduced Meta AI in the beta version, available for WhatsApp, Messenger, and Instagram. 6. Search Ads and Live Shopping in TikTok: TikTok remains a relevant channel for social media marketing and social advertising. Besides In-Feed Ads, the new Search Ad Toggle allows advertisers to place ads in TikTok Search. 7. Growth of Influencer Marketing: Influencer marketing is more relevant than ever. eMarketer predicts substantial growth in influencer marketing spending in the USA - by 2025, three times higher than spending on social ads. A similar development is expected in Germany. User-generated content from authentic influencers with high trust enables brands to increase their visibility among relevant audiences and build trust. AI can assist not only in selecting suitable persons and accounts but also in content creation. The significance of AI influencers will continue to grow. SEO Trends 2024 2023 was a year full of changes in Google search . Artificial intelligence has become commonplace in many agencies and companies. In the last quarter, Google significantly reshaped search results with various updates, leaving some companies somewhat perplexed. Since we love challenges, we look forward to 2024 with anticipation. The main trends and developments in SEO : 1. Google's Search Generative Experience (SGE): One of the most exciting innovations from Google Labs is SGE or Search Generative Experience . Google integrates generative artificial intelligence into the search. The goal is to provide answers and compile information relevant to the query, while enabling users to ask follow-up questions. SGE is currently only in beta in the USA, so it might take a while before it rolls out in search in Germany. Nevertheless, looking across the Atlantic is always exciting to prepare for new developments in advance and adjust strategies. 2. The Importance of E-E-A-T: The E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) framework became known through Google's Search Quality Rater Guidelines and offers insights into the aspects Google uses to assess quality. The second E for Experience was introduced a year ago . These criteria remain relevant for 2024. For content creation, this means that the standards for good content, especially in critical industries (YMYL) and other topics, remain high. Regular updates, accurate information, individual perspectives, and professional expertise are becoming increasingly important. Although more effortful than automated content creation without depth, it pays off in the long run. 3. Answer Engine Optimisation: AEO or Answer Engine Optimization, a subset of search engine optimization, emerged in response to various AI assistants. It involves optimizing content for these tools, particularly to answer specific questions and problems. This influences content structure and preparation, but doesn't contradict traditional content optimization for search engines. On the contrary, synergy effects can be generated, as both Google and AI tools find content forms like (meaningful!) FAQs, bullet point lists, or information in tabular format helpful. When planning and creating content, it's crucial not only to consider user intent but also to adjust structure and preparation accordingly. 4. Zero Click Searches: As Google strives to answer questions directly on the search results page and provide information that users don't need to click for, the relevance of "Zero Click Searches" grows - search queries that don't lead to a click. Information in a featured snippet, for instance, can suffice to answer a question. What does this mean for online marketers? Besides analyzing which keywords and topics are affected, strategic content planning is more important than ever. A search result without a click can indeed enhance brand awareness, but it's crucial to consider topics and keywords too complex to be answered within a featured snippet or any other answer type on Google's search results page. 5. User Experience Remains Important: This is not a new topic, but one that has been and will remain important for years. Online competition isn't decreasing, users aren't becoming more patient, and expectations aren't lowering. Relevant information and an intuitively user-friendly, fast website remain as crucial as understanding the needs of the target audience. What's the intention behind the search query, what information is necessary, how should it be presented and structured, what's the logical next step for visitors to the website or online shop? A deep understanding of your target audience remains essential for long-term success. 6. Changes in Search Results: Google consistently evolves search result pages, creating new challenges and opportunities for online marketers. Some changes are temporary and experimental, others permanent. One example is the altered assessment of FAQ markups, which Google temporarily stopped using for rich snippets (and now seemingly only displays for sources with particularly high trust). Another is the sometimes very inconsistent to questionable information in the Product Knowledge Panels. Monitoring search results and their features, understanding what this means for our customers, and consistently monitoring SERP information and sources are essential to identify changes early and respond accordingly. Either to fix errors (despite AI, Google is far from infallible) or to seize new opportunities. 7. AI-Driven Search Engine Optimization: In SEO, there are many use cases for artificial intelligence. Various SEO tool providers already use AI technologies to, for example, analyze competitors or assist in content creation. AI offers many possibilities to gain deeper insights and make work more efficient, such as text generation with tools like ChatGPT. Experts are nonetheless more needed than ever, as without an individual strategy, AI tools are only half as effective. As previously mentioned, authority remains an important topic. Here, human expertise continues to play a role by enriching AI-generated or supported content with genuine expert knowledge. The key is to deliver unique content because no AI tool can provide unique expertise and personal experiences. Web Analysis Trends 2024 The shutdown of Universal Analytics and the transition to Google Analytics 4 and data protection challenges were the defining web analysis topics of the past year. The developments and trends for 2024 seamlessly build on these topics. 1. The End of 3rd Party Cookies in Chrome: In the upcoming year, Google plans to disable third-party cookies for all users in Chrome. With Chrome holding a 63% market share, this development requires preparation from all website operators and advertisers. A response to this is the Privacy Sandbox, which gradually expands its privacy-friendly testing options for web developers. It remains to be seen what solutions the sandbox will create next year and how this will affect display advertising opportunities. 2. Apple's Tracking Prevention: Apple continues to limit tracking in the Safari browser and for all iPhone and iPad users with each update. The technologies behind this are Intelligent Tracking Prevention (ITP) and App Tracking Transparency (ATT). We can only wait and observe what this will mean for traffic from Apple users in 2024, 3. Tracking with 1st Party Data: Using their own 1st party data offers companies many advantages in analyzing user behavior. Given that the previous tracking methods are becoming stricter and data less precise each year, data from logged-in users holds significant value. Logged-in users can be assigned, recognized, tracked, and have their data evaluated without privacy concerns and cookies using a user ID. For companies, this means offering incentives for users to log in and stay logged in. Examples of large companies already successfully implementing this are Google, Amazon, and social networks. 4. Further Development of GA4: The transition from Universal Analytics to Google Analytics 4 was one of the main web analysis measures for many companies. This wasn't always smooth, as not all functions are available or work flawlessly. It is desirable for Google to resolve all issues and provide satisfactory solutions, such as more persistent tracking of user IDs or better default reporting in new properties. New features could also be conceivable, for example, integrating AI and machine learning for better analysis. 5. Analysis Using BigQuery: The more data available, the more complex the analysis. A solution for medium to large companies is capturing raw data from web analysis in BigQuery and combining it with other data sets. The advantages: longer data storage and better control over data processing. In our agency, we already use BigQuery to create more complex reports for clients. 6. Server Side Tracking (SST): A topic we've written and talked about often, which remains important in 2024, is Server Side Tracking . For those who missed transitioning to the new tracking technology in 2023, 2024 will be the critical time for the switch. Once Google disables third-party tracking (see above), SST becomes the answer for continuing data collection in a privacy-compliant manner. So far, GA4, Google Ads, Meta, TikTok, Snapchat, and LinkedIn can be integrated natively through the Google Tag Manager. We expect that more providers like Bing/Microsoft will follow suit with an API. Is Your Online Marketing Ready for 2024? Have you already adapted your online marketing strategy to the current developments ? Are you leveraging the opportunities offered by artificial intelligence? Are you maximizing the potential of all relevant channels? If you're looking for expert support to advance your traffic and revenue in 2024, we're the right agency for you. Thanks to years, sometimes even decades of experience, we can accurately assess trends and determine which are relevant and how to implement them. Feel free to contact us , our team of experts across various disciplines is happy to assist!

Is Omnichannel Marketing the new Multichannel Marketing?  What sounds like a marketing slogan can be proven by experience and studies. The lines between online and offline, as well as between different information and marketing channels, are increasingly blurred. Users expect a seamless transition between various channels and a user-friendly experience when searching for information and making purchases. Companies that have not yet engaged with an omnichannel strategy risk missing out on crucial developments. Benefit from our agency's experience and use our valuable tips to develop your own strategy. Click here now to download our checklist and start right away. Here to the checklist What does Omnichannel mean? The prefix “Omni” means “all” or “whole.” Hence, omnichannel can be described as “all channels.” These channels include, for example, paid and unpaid search, social media and social ads, banner advertising, WhatsApp marketing, marketplaces, apps, newsletters, one's own website (or online shop), brick-and-mortar stores, as well as offline channels like print or radio advertising. In summary, the goal is to create a consistent shopping and information experience regardless of device or platform. All touchpoints should be as consistent as possible but also controllable and evaluable. Examples of omnichannel are found in many large companies: Check online availability in-store (example: IKEA) Pick up online orders in-store (example: Tchibo) Return online orders in-store (example: dm) Click & Collect (example: Rewe) Not only do the lines between online and offline blur, but also those between entertainment, information, and sales. There are numerous different customer journeys and paths to purchase. This makes the topic of omnichannel both exciting and challenging. An omnichannel strategy involves various important aspects that must be considered both technically and strategically. Here are the key points in brief: Omnichannel Communication Omnichannel encompasses not only the entire purchase process but also the information and, thus, the communication along the user journey, both before and after the purchase. This also means giving customers the choice of communication channel and providing an optimal user experience regardless of the channel of contact. The challenge lies in integrating different channels and centrally storing all important customer information so that it is available at any time, regardless of the channel. This includes personal information as well as order history, but also communication history across other channels. Users now expect not to have to re-enter their information or repeatedly explain their concerns with every contact. Omnichannel Payment Users have long been accustomed to being offered a selection of different payment methods. In brick-and-mortar stores, this has long been “cash or card,” but now mobile payment via app or digital wallet is also an option. In the omnichannel experience, this means that users can choose the most convenient payment method for them, regardless of the channel. A seamless experience, not only during purchase and payment but also for possible returns or exchanges (refund to the desired payment method). For companies, this means creating the technical conditions and interfaces necessary to make omnichannel payment as convenient and user-friendly as possible and to connect all payment methods to the relevant channels. Omnichannel Personalization An expectation of users that has crystallized over recent years: the most personalized and individualized approach possible. And not only that, but also experiences tailored to one's own interests and situation, such as individual offers and suggestions and communication adapted to preferences. This personalization is now achieved through online channels in many cases, but it remains a challenge in brick-and-mortar stores. Identifying customers who enter a physical store is a task where we are still in the early stages technologically. In some industries, however, personalization across different channels has been common practice for some time. Here are two examples: Hospitality: A user books a room online via the hotel's own website or a platform. Check-in allows for effortless identification, so the on-site staff can address the guest individually and, for example, make recommendations based on past bookings. Additional services can be ordered via app during the stay; after departure, the user receives personalized offers via email. Travel: A user purchases a ticket online or at a counter. The ticket is then available in the app, along with further information about the schedule, such as train composition. Emails offer hotels or rental cars appropriate to the trip. Prior to departure, the app sends push notifications about delays or changes. After the trip, the passenger receives a personalized newsletter with individual offers. Omnichannel vs. Multichannel “Omnichannel is the new Multichannel,” we claim, but what does that mean? Both strategies address different channels, yet their approaches are fundamentally different. Multichannel (multi = several) means: presence on different channels; various marketing and sales channels exist and are operated independently. Omnichannel (omni = all) aims for a unified shopping experience and seamless communication and connection across all channels. Related is Cross-Channel Marketing , which connects various, but not all, channels. In contrast, the Single Channel Strategy means serving one sales channel, such as the online shop or the brick-and-mortar store – a strategy that is increasingly being abandoned, as it no longer aligns with modern buyer behavior. The Differences Between Omnichannel and Multichannel Strategy In the multichannel strategy, as defined above, each channel is considered separately. Measures are defined along the user journey on this channel. The approach and content are channel-specific. The focus is on reaching as many potential customers as possible by spreading measures across different channels. Omnichannel, on the other hand, uses standardized information and processes, aiming to create a consistent customer experience. All channels are considered in optimizations. The approach is personalized, yet consistent across the different channels. Advantages and Significance of Omnichannel Marketing The goal of omnichannel marketing is a consistent message and a seamless branding experience. It should ensure a positive user experience along the personalized customer journey, regardless of the channel. Customers can easily switch between channels; data and information remain intact, and the purchase is simplified. Users have the option to choose if and how much interaction they need during purchase (from intensive customer service support to self-service models) or where and via which payment methods they wish to purchase. This way of thinking received a boost during the pandemic due to the demand for contactless shopping and the focus on e-commerce. Driven by the omnichannel developments of many large companies, user expectations and requirements increased during the search for information or a product. This means that not only corporations and international companies need to engage with omnichannel, but this topic is becoming increasingly important for the entire retail sector. Omnichannel in Retail Interestingly, Germany seems to lag a bit in omnichannel development compared to other countries. A 2022 survey asked respondents about the importance of various factors in the shopping experience . In Germany, 34% indicated that a seamless offline-online experience was important to them, while in the USA, UK, Spain, and France, it was significantly higher, over 50%. Since the offering influences expectations, it is expected that this number will significantly increase here in the future. In contrast stands the retail sector and its efforts to implement omnichannel measures. According to a 2022 survey, 76% of respondents in German retail reported indicating the availability of their retail inventory in the online shop . 18% further have planned this. 70% offer in-store orders, 53% enable ship-from-store, and almost 23% more have planned this. A similar survey from 2015 in the DACH regions showed significantly lower values, with just 36% having an online availability check back then. These numbers show how much the importance of omnichannel has grown for retail in recent years. It is expected that this development will continue. B2B Omnichannel Marketing A McKinsey survey in 2021 among decision-makers in the USA revealed that they regularly use ten or more channels to interact with suppliers , compared to five in 2016. This highlights the importance of omnichannel marketing in the B2B sector as well. The requirements for good B2B e-commerce can be translated into omnichannel communication. Examples of a good customer experience are the online display of availability as well as good customer service and real-time service. Thus, findings for omnichannel marketing can be broadly applied to both B2C and B2B sectors. What makes a good Omnichannel Customer Experience? A well-functioning omnichannel approach is oriented towards customer preferences regarding information channels, sales channels, and payment options. All systems are perfectly aligned, creating a cohesive experience rather than a linear funnel. Information and communication are personalized and intention-driven. Users seeking entertainment or information, for example, can be put off by intrusive advertising. The message and brand experience are consistent across all channels and touchpoints. Implementing this is no easy task. Do you want to benefit from the advantages of an Omnichannel Strategy but need support in implementation? As an experienced agency for omnichannel marketing, we are here to help you create a seamless customer experience across all channels. From conception to implementation, we offer tailored solutions for your success.

B2B e-commerce is growing and evolving as rapidly as the online world as a whole. However, many B2B companies invest very little in expanding their e-commerce, thus lagging behind current technological developments. Regardless of whether the increasing demands for a professional online business are missed due to a lack of budget or knowledge, awareness is increasing in the B2B sector as a whole that digital sales channels represent a significant opportunity that should be utilized. The past years in the pandemic have sustainably changed the business world. Due to lockdowns and restrictions, field sales have largely been shifted to digital channels,  re-structuring sales to find  digital and hybrid ways . This especially impacts B2B companies.  According to the  2022 B2B Market Monitor by IFH Köln , 1.49 trillion in revenue was generated in B2B e-commerce in Germany. Of this, almost 50% is attributed to manufacturers and over 30% to wholesale.  As early as  2019, according to a survey , over 50% of respondents from B2B companies made at least 75% of their purchases online, with an upward trend. In  the same survey , 55 percent agreed that by 2025 more than half of their company purchases would be made via webshops and online marketplaces. These numbers illustrate the increasing importance of B2B e-commerce. As an online marketing agency, we have been following and supporting the developments of our B2B clients for years. We want to share the most important insights from the industry and new trends with you in this article.   What does B2B e-commerce mean? B2B e-commerce refers to the online sale of products or services to business customers, such as wholesalers, retailers, or other business clients. In contrast, B2C involves selling to end consumers.    However, there are also companies that sell to both end consumers and professional customers, such as a catering business delivering food for both birthdays and corporate events and trade shows. Or a company selling building materials to both craftsmen and end consumers.   The sale occurs through an online shop, electronic procurement system (Electronic Data Interchange or EDI), or an online marketplace. Procurement systems are still responsible for a large part of B2B e-commerce revenue. According to a  new study by ECC KÖLN, Adobe, Creditreform, and Intershop , marketplaces are gaining significance compared to online shops. How do B2C and B2B e-commerce differ? B2B e-commerce targets a professional audience. While B2C mainly addresses an individual, decisions in B2B often depend on multiple people. This means different needs for information, various types of questions, and decision criteria must be considered in the sales process. Impulse purchases, which play a significant role in B2C, are rare in B2B because decisions are often not made by a single person; budgets need approval and expenses must be justified. Another significant difference: In the B2B sector, the order value is often higher than in the B2C segment. This can result in fewer orders being required to meet sales targets, and the target audience may be smaller. More differences between B2C and B2B e-commerce at a glance: Individual solutions and prices are common practice in B2B business. B2B acquisition is often more complex and consultation-intensive. Thanks to high order volumes and often comparatively fewer customers, individual customers are more valuable, and maintaining existing customer relationships is especially important. This also implies: Good customer service is crucial, particularly with technically complex products or services. Acquiring new customers involves building relationships and trust, which are prerequisites for closing a deal. The products are often more complex and require a higher level of information. There are often larger order quantities in B2B e-commerce compared to the B2C segment. Repeated orders are more common, making satisfied existing customers particularly valuable. Further challenges in B2B e-commerce The differences result in particular challenges and tasks that B2B e-commerce faces. Online sales channels must, for example, provide different information for various stakeholders. Technical details, pricing, efficiency, and other information must be easily accessible - a challenge not every shop system can meet. Manufacturers exploring B2B online sales find themselves in competition with the retailers selling their products. On one hand, this can mean risking good relationships with retailers. On the other, retailers often outpace manufacturers in technology and marketing. An advantage that can be challenging to overcome. B2B companies in Germany meet the rising demands in various ways, not every business is active online or invests in developing its online sales.  By the end of 2021, according to Statista,  28 percent of decision-makers and project managers from B2B companies stated that they would invest 5 percent of total revenue in e-commerce. Only nine percent invested more than 60 percent. B2B Online Sales and B2B Marketing Trends 2023 Sales channels and marketing are continuously evolving and have gained new momentum in B2B e-commerce since the pandemic began. From the many interesting developments and topics we observe in the market, we've highlighted nine important ones.  General online marketing trends for 2023  can be found in this article. 1. High demands for B2B e-commerce solutions Demands on B2B vendors are rising; the online version of a printed catalog is long outdated. Whereas vendors previously provided their business customers with catalogs as PDF downloads or through rigid shop systems, expectations have changed. Business customers also shop privately and expect the same buying experience in their business shopping. The demands of B2B and B2C customers are converging. Usability and performance are therefore very important for B2B e-commerce as well. A B2B online shop must not only be capable of processing transactions but also complex sales processes, including after-sales support. This also means keeping an eye on market developments and new demands. Following the  survey by the B2B Market Monitor , 75% of respondents agreed that it is important to them that providers of e-commerce solutions continuously develop their products and features. Additionally, 73% of respondents consider it essential that, alongside a pure commerce platform, further solutions are offered, such as integrated online marketing tools. Examples of features in a good B2B e-commerce solution (depending on the industry): Individual prices and special conditions (only visible after login) Clearly visible availability Clear delivery times Simple options for recurring orders The ability to assign multiple roles with varying rights within a company The functionality to jointly fill a shopping cart Integration with existing systems Product configurator for individual solutions Easy contact with customer service Self-service (the ability to complete a purchase without customer service assistance), as through an extensive information portal and digital contract management Simple requests for services such as repairs As B2C e-commerce further develops, the demands on B2B shops and marketplaces increase. A technical challenge that various providers of major shop systems have already addressed, with B2B-specific e-commerce solutions. 2. The rising importance of B2B (niche) marketplaces B2B marketplaces are an alternative or supplement to B2B shop systems. According to the  2022 B2B Market Monitor , 27% of sales were generated through B2B marketplaces last year, compared to only 15% in 2018. As each industry brings its own requirements, the importance of specific marketplaces will rise too. Alongside this, major players remain important and are investing in their growth. One example: Amazon Business, which takes much of the workload off B2B companies (such as billing), still offers many options for customizing pricing and discounts, promoting products, and providing detailed dashboards for analysis. Also,  LinkedIn is already working on a B2B marketplace solution . 3. Composable Commerce The rising demands mean a great opportunity for Composable Commerce. Rather than relying on a single system, this approach connects different software solutions into a custom-fit application. The harder it is to find an all-in-one application covering all needs, the more attractive custom solutions become through Composable Commerce. Companies aren’t dependent on a single platform but can remain agile, adapting or replacing modules as needed. All channels can be utilized, offering an optimal customer experience across all touchpoints. The downside: The complexity of Composable Commerce solutions requires professional support during setup. All integrations must work seamlessly, and there are typically different contacts for various software solutions. However, once the system functions, it becomes a powerful B2B e-commerce and online marketing tool. 4. The Metaverse as a sales channel In professional circles, the significance of the Metaverse is debated: Is it a gimmick for the private sector or a real opportunity for the B2B sector? It can be used as a virtual space for the promotion and sale of products. Examples include: Virtual stores or showrooms with virtual staff Networking events Virtual trade shows Other virtual events such as product presentations Predictions foresee  significant growth for the Metaverse : Bloomberg expects the Metaverse economy to reach a market volume of 800 billion US dollars by 2024. Companies that seize this opportunity early can gain a competitive edge. 5. AI-driven personalization A good B2B customer experience is essential in 2023 to successfully attract and retain customers in many industries. Artificial Intelligence (AI) is entering many areas of the online world, and Google has been using AI for several years. In B2B e-commerce, AI can automatically improve the customer experience by providing custom prices and products, offers, or product recommendations. It can create individual user journeys based on data collected, such as location, order history, shopping carts, CRM data, and visitor behavior. Navigation through the store is conducted through AI-driven shop navigation, search, and product recommendations. A development in which we see significant potential and one we follow with interest. 6. Engaging and retaining customers through content Reaching B2B customers involves considering different decision makers and addressing a range of needs and levels, including both personal and company dimensions. Rational factors such as price and features are crucial in B2B purchases, but personal factors also matter. These include trust in the seller and personal relationships. Content optimized for different users is therefore a key success factor, alongside customer service, even in the B2B sector. B2B content marketing  in e-commerce can mean: Detailed product descriptions with technical data sheets and 3D views Tutorials and how-to videos for setting up and using products 3D configurators for creating a tailored, perfect-fit product Online showrooms and trade fair stands for demonstrations and additional information Webinars White papers Market studies and surveys Case studies etc. This also includes general virtual information offerings important for companies in the industry, such as industry news or articles with new scientific insights that highlight the company's expert status. 7. Security of digital identities Online sales, especially with high order volumes, demand a high level of data security and verification of buyers' digital identities. The challenge is balancing secure methods for identity verification with the customer journey, especially when onboarding is interrupted or delayed by a time-consuming validation process. In B2B e-commerce, invoice payment remains a popular method. To minimize risks for the seller, identity must be verified. Unlike the B2C business, this involves checking not only the customer's personal identity but also the company's identity: Does the individual actually work at the company and is authorized to electronically finalize the contract? Marketplaces and B2B e-commerce solutions, through external partners, partly include an identity check. New developments and simplified secure solutions for both sides are expected in this area too. 8. Expanding towards B2C B2B and B2C are not always distinctly separated, and this trend is amplifying. B2B enterprises are expanding their target group to include end customers, for instance, by opening their online shop to private consumers. Another trend: Manufacturers that previously only sold through wholesalers or retailers are opening up to direct-to-consumer (D2C) businesses, be it to private or business customers. The advantage: Consumers generally have great trust in manufacturers. In the B2C sector, a similar trend occurs in reverse: Companies are extending their consumer shops with a segment for business customers. Parallel B2B and B2C shops and their unique demands are one of the current challenges for e-commerce solutions. 9. Measurable KPIs are becoming more crucial The economic situation is strained, and many companies are cutting budgets. A vital part of B2B marketing includes maintaining relationships with new and existing customers and building a brand reputation. However, when revenues stagnate or decline, what becomes important is knowing: How much revenue do individual channels and activities generate? What's the ROI? Measures that can be tracked as precisely as possible are therefore even more significant in 2023. Simultaneously, digital channels in the B2B segment provide important opportunities to reach new target groups. Good communication with potential buyers is now more crucial than ever, as many companies compete for customers with sometimes reduced budgets. The key lies in targeted marketing efforts to spend the budget as effectively as possible. Conversion after the click depends on an optimal user experience within the shop system, whose requirements we described above. B2B E-commerce Marketing with the internetwarriors Planning to build or develop your B2B online shop? Looking for a reliable partner with longstanding experience in B2B e-commerce and comprehensive knowledge of the specific challenges of B2B online marketing? As a full-service agency , we have been supporting B2B companies of different sizes in implementing customized online marketing strategies for many years, even at an international level. Contact us today for a non-binding offer! Together, we will develop a strategic solution that leads your B2B company to success.

As the current year draws to a close, new online marketing trends for 2023 are already emerging. Whether it's SEO , web analytics , SEA or social media , the development of the online marketing universe is advancing at a familiar rapid speed and remains exciting!  But what does 2023 have in store for us? Economic crises and conflicts have been shaking up the corporate world for some time now, making planning more difficult. This makes it all the more important to stay up-to-date on the various online marketing channels and adapt your strategy to new conditions and opportunities. Together with you, the internetwarriors venture a first look at the online marketing trends for 2023! Digital Marketing Trends 2023: Data Collection Following the "Form First" Principle A meaningful data analysis is the basis for deriving effective marketing measures. For this, the most precise and selected data possible is needed. Therefore, it is no surprise that data collection will again play a key role in 2023. True to the principle of "Form first!", proactive data collection through targeted inquiry forms will be a focal point in 2023. These primarily serve to sustainably strengthen the sales funnel in customer acquisition. Even simple forms are sufficient here and offer many advantages over fillable contact forms. Consideration of the customer journey is sometimes neglected in B2B content marketing . But only marketers who understand at which points of the customer journey the right content must be placed to be found by B2B prospects can reach B2B customers and win them over in the long term. Especially, organic visibility in the form of search engine optimization is a crucial factor here. Target groups looking for B2B services often use search engines like Google as a first step. This means companies that perform well with unique B2B SEO content are also accessible to the potential audience. Verification of Local SEO Listings by Google Local SEO is not new, but with the verification of local SEO listings, the significance of local search engine optimization for companies with local locations will continue to increase in 2023. Verified entries enhance the credibility of local businesses and hence are a true marketing booster! The verification status of one's listing can be checked in a few steps. Google Support shows how this works . Online Marketing Trend Voice Search Voice search isn’t new either, but it’s gaining even more importance in the online marketing trends 2023. Voice-activated digital assistants have seen a significant upswing in recent years, making it impossible for SEO managers to overlook voice search. This means keywords must be understandable when spoken. The popularity of voice search has led to significant shifts in keywords.  The reason: A typed search on Google is framed differently from a spoken keyword. When searching for an Indian restaurant, you might type "Indian restaurant near me" on Google, while speaking: "Where is the nearest Indian restaurant?" Considering such long-tail keywords in content optimization is therefore an effective SEO strategy. As voice search continues to grow, alongside the increase in smartphone usage for search, pages that are not optimized with voice search long-tail keywords may be found significantly less often – a trend that will intensify in 2023. Optimization for Visual Search Visual search is among the newer digital marketing trends. Instead of spoken or typed queries, users can now upload an image for their search. It’s also possible to retrieve information about a single image element. Upload a plant photo and receive information about that plant. The image of a city provides architectural, geographic, and historical information. The image of a product offers product descriptions, similar products, and purchasing options. Pinterest Lens, Google Lens, and similar search tools make the smartphone camera a search bar. Companies can leverage visual search by, for example placing high-quality images on their websites, equipped with descriptive keywords, prioritizing image optimization in online marketing, running ads on Pinterest. Tip: An image sitemap helps the search engine to better crawl the images on the website. Speaking file names and meaningful image descriptions ensure that search engines can better capture the content of the image. User Reviews for Local Businesses Search engines now capture user reviews much better than in previous years and can influence local ranking. Not too few and preferably many positive user reviews from verified sources are important. This not only increases trust for human users but also in search engine ratings. On Google, the most important review is the one under the Google My Business listing. The social network Facebook is also considered very significant due to its large number of users. In addition, there are industry-specific portals like Yelp for hotels, restaurants, and the leisure industry. Those who wish to generate user reviews can, for example, send their customers a link to their Google My Business entry after completing a purchase. A strategy to increase the number of (positive) reviews is therefore sensible for the online marketing goals of 2023, at least for local businesses. By the way, we would be happy to advise you and create an online marketing concept tailored exactly to your goals and your industry. Google Ads with Automated and Intelligent Bidding as a Key SEA Trend 2023 Automated and intelligent bidding in Google Ads has been refined and is therefore among our online marketing trends for 2023. Since mid-2022, responsive search ads are the only ad type that can be created. With automated bidding strategies using AI and machine learning, marketers have been able to gain a lot of experience this year. Google's focus on automation means a certain loss of control in optimizing campaigns and ads, however, new expertise around the SEA channel is increasingly evolving. Manual measures are increasingly being replaced by strategic performance marketing tasks. For instance, addressing the right target audience and the synergies between different online marketing channels will remain important and can likewise be seen as a trend for 2023. TikTok Between SEO, SEA, and Social Media Marketing What was once dismissed by many as a channel for fun for the younger generation, shows considerable potential as a platform for customer acquisition and retention. Whether for a behind-the-scenes look at a company for applicants or as an advertising channel - TikTok must be taken seriously in online marketing and thus belongs to our online marketing trends for 2023.  While Facebook and Google's ad revenues saw drastic declines in 2022, TikTok experienced growth. One reason may be that Apple's new privacy settings are making it harder for large platforms to play personalized ads, whereas TikTok is presumably affected far less. Another reason is the increasing popularity of the platform for entertainment, but also for information and news. What's interesting about TikTok is the overlap of various online marketing disciplines: TikTok SEO for organic visibility, ads for paid reach. In the marketing mix , the platform should therefore definitely be considered by companies with a younger target group. Growth in Instant Messaging Platforms Instant messaging platforms now allow customers to be efficiently addressed in great ways. They want the information they need about a product or service faster than ever, which works best through instant messaging. WhatsApp is probably the most popular platform for instant messaging. Many German companies are still reluctant to send their customers and prospects notifications via WhatsApp, but the communication channel should not be neglected. Naturally, consent for this, as for any advertising, must be obtained in advance. One of the major online marketing trends for 2023 is to use this medium more intensively. It’s effective because people love WhatsApp and usually pay more attention to a message if they receive it over this platform. In the context of customer loyalty, instant messaging services are becoming increasingly indispensable in many industries. The Introduction of Google Analytics 4 Determines Web Analysis Trends 2022 and 2023 Google already introduced Google Analytics 4 (GA4) in October 2020, which many companies are already using. The switch to GA4 will be one of the important online marketing trends by next year at the latest, since the predecessor version Universal Analytics will no longer provide data as of July 1, 2023. Users can use GA4 to access the Google Merchant Center, BigQuery, and Google Optimize for free and add custom reports to the navigation menu. Other features include anomaly detection, deeper attribution models, and predictive analysis. To avoid a data gap, it is important to set up Google Analytics 4 as quickly as possible. Experience shows that several months of lead time should be expected to professionally set up, test, and adjust the tracking if necessary before Universal Analytics is shut down. Haven't switched to GA4 yet? We can support you with the implementation of Google Analytics 4 and train you on how to handle the new interface. Inclusion as a Company Value and Marketing Benchmark Our last two online marketing trends for 2023 are cross-channel and affect both search engine optimization and SEA or social media marketing. Never has the topic of inclusion, equality, and representation been so much in the public spotlight as this year. Thanks to social media, underrepresented groups also have a voice and can raise awareness of their situation and disadvantages. Companies are thinking about their image and values and how they can communicate these externally. It is not uncommon for different generations and ideas to clash. Engaging with inclusion - whether through gender-neutral language or more diverse visual imagery on websites and marketing materials - is an important topic for companies to practice target-oriented marketing and live their values, regardless of the standpoint. Data Protection Remains an Important Topic in 2023 The general public has been sensitized to data protection since the GDPR. Many people have become more critical of what data is disclosed about themselves and how this data is used. As a result, the cookie consent banner is met with "Reject cookies," and user data is not tracked or only tracked to a very limited extent. Consequently, companies do not have access to all the data unless they choose solutions like server-side tracking. The balance between data protection regulations and the desire to have as much data as possible for evaluation and planning of upcoming online marketing actions will therefore remain a significant topic for the foreseeable future. Conclusion: Online Marketing Trends 2023 In the online marketing trends for the coming year, we see various developments that were already on the horizon in 2022 and will intensify in 2023. It remains exciting to see how the advertising revenues of the different platforms will develop over the next year and whether there will be further shifts. The complexity of Google search from voice search to local SEO, under the increasing influence of artificial intelligence, will be another major topic in 2023 that we will follow with interest. Would you like to stay up-to-date on the latest trends and developments in various online marketing channels? Subscribe to our newsletter and receive regular valuable tips and information on new developments. Our team of experts in the fields of SEO , SEA , and web analysis is happy to personally assist you. We offer customized support to successfully advance your company. Contact us now and benefit from our know-how!

What is B2B Content Marketing? Especially in the B2B sector, content marketing holds a significant position. B2B content marketing refers to the creation and promotion of content specifically designed to reach certain B2B target audiences. The goal is mainly to increase the company's visibility and use the created content to generate qualified leads. B2B Content Marketing and the Customer Journey While companies in the B2C sector typically interact with a large number of customers, the B2B sector is characterized by a selective clientele and long-term customer relationships. Organic B2B content marketing is shaped by not only defining an understanding of the target audience's needs and desires but also delivering appropriately tailored ( SEO ) content along the touchpoints of the Customer Journey . In B2B content marketing , the consideration of the Customer Journey is sometimes neglected. However, only marketers who understand at which points of the Customer Journey the right content needs to be placed for the target audience to be found by B2B prospects can effectively reach and win over B2B customers for the long term. Particularly, organic visibility in the form of search engine optimization is a crucial factor here. Target audiences looking for B2B services often start by using search engines like Google in the first step. This means companies that perform well with unique B2B SEO content are also reachable by the potential audience. 5 Important Steps in the B2B Content Marketing Process As a result, B2B content marketing builds on developing a long-term content marketing strategy in close coordination with the touchpoints of the Customer Journey. Fundamental steps are undertaken, from defining B2B goals to conceiving an SEO strategy and proceeding to the publication and continuous review of the content. Defining B2B Goals As the basis for B2B content creation, the first step is to define what goals are to be achieved with the content marketing strategy. B2B content is always directed at a specific target group and ideally provides a benefit. Only those who define goals can measure the success of their strategy later. Among the overarching goals is often lead generation , to acquire new customers. At the same time, B2B content marketing also reflects a company's general language and communication strength, allowing content to be used to position itself as a company and strengthen its brand. Furthermore, a possible goal can be to improve bonding with existing customers and share expertise. Target Audience Analysis In the second step, a professional target audience analysis is conducted. This is crucial to implement customer communication correctly. Core questions at this point include: What problems (and questions) does my target audience have?  How does my service contribute to solving these problems?  What characteristics do the individuals within my target audience have?  How does my target audience search for solutions? A well-founded target audience analysis is necessary to develop specific buyer personas in the next step. Buyer personas are abstract profiles of potential business customers fitting the target audience's schema. The more extensive the offered service is, the more complex the target group is. Often several decision-makers such as buyers or executive managers participate in acquiring extensive services, so many different needs must be simultaneously met. And in the B2B sector, the rule is: Only those who know their audience in detail can deliver ideally tailored content and choose the right content formats! Developing an SEO Strategy Content marketing is understood as a sub-discipline of a holistic SEO strategy. Besides technical aspects like loading time , sitemap , or robots.txt , B2B SEO content marketing must be tailored to the special needs of the target group. In B2B SEO, it's about getting to know customer wishes through intensive competitor analysis, keyword research, and topic research in detail. This sector has many specificities that must be worked out with an SEO strategy concept and require a rethink. Purchase processes in B2B, for example, take significantly more time, so customer contact must be maintained through trustworthiness and expertise. In the B2B field, the choice often falls on long-tail keywords, i.e., long specific search terms, as they frequently reflect the target audience's complex interests. Low search volumes should not deter here, as long as the search term covers a specific interest. Another aspect is choosing the right content formats. Whether classic whitepapers or dynamic video content on YouTube - the possibilities in B2B SEO are almost unlimited here. While classic text content like guides is often found in B2B, innovative content ideas offer a lot of potential to stand out from the digital competition. Creating an Editorial Plan After strategic planning in detail, implementation follows in practice. From an agency perspective, the recommendation is clear: Successful B2B content marketing focuses on quality rather than quantity. Half-heartedly created blog articles and guides are very rarely crowned with success. Even if preliminary analyses have revealed a broad spectrum of questions, search terms, and potential formats, companies should initially focus on the most demanded content. To plan publication, it is recommended to create a structured editorial plan. The editorial plan records which topics will be published at what time. Simultaneously, the planning defines which content formats will be used and on what basis, e.g., results from a previous keyword research, the content will be created. Generally, a well-founded editorial plan is compiled several months in advance. Possible trending topics should also be considered and appropriately ranked over time. Publication and Marketing The success of a content marketing strategy not only depends on what content is published but also on how visible published content is to the addressed target group. Based on this, it can be beneficial to specifically promote content after publication. Continuous Evaluation Based on specific SEO KPIs, the performance of published content is evaluated. The evaluations can determine which content needs optimization. Poor rankings are usually an indication that the created content in its current form is not relevant enough compared to the competition. Here, search terms need to be re-checked, and content may need to be expanded or changed. But be careful! An organic content marketing strategy requires time. While initial tendencies appear after a few weeks, well-founded results are sometimes only visible after several months. Content Formats in the B2B Sector There is a multitude of content formats available for conveying content in B2B. A large number of companies choose classic formats that are frequently used in B2B: Blog Articles  Whitepapers  Guides  Case Studies  E-Books Webinars   These mainly focus on conveying expertise. To fully exploit the potential of B2B content marketing, the B2B target group should be fed with the right content along the touchpoints of the Customer Journey. B2B SEO – Stand Out with Unique Content! Blog articles, whitepapers, and guides are true classics in B2B SEO. To stand out and further improve access to the B2B target audience, the marketing strategy should be fundamentally expanded. Especially social networks like TikTok, Instagram, or Facebook prove to be effective in the age of new digital marketing. It's reason enough for even traditional companies to think outside the box and explore the potential of B2B social media marketing. Exploiting the Potential of B2B Social Media Marketing Social media is one of the first touchpoints between companies and B2B target audiences. While it was once argued that specific B2B groups weren't present on social networks, this argument mostly no longer holds. At the latest, in specialized B2B networks like LinkedIn or Xing , all B2B areas converge digitally, from interns to executives. The opportunities of B2B social media marketing are diverse. To strengthen expertise through organic marketing, it can be worthwhile to prepare traditional content from their website, such as whitepapers, blog articles, webinars, or case studies for publication on social (B2B) networks. Naturally, social media also offers ideal conditions to put their brand in the spotlight. However, purely organic strategies sometimes struggle in B2B social media marketing - a combination of organic and paid advertising measures has proven particularly effective in practice. YouTube B2B - Advantages of a YouTube Channel for Companies As one of the largest search engines in the world, YouTube is one of the most popular social media platforms. At first glance, B2B marketing and YouTube seem far apart. But YouTube is also undergoing change and is now a relevant touchpoint for B2B. Older user groups beyond teenage years are active on the platform and are of interest to B2B. So, how can YouTube meaningfully complement their B2B content marketing? YouTube can be used for various purposes, such as generating organic leads . Goals and synergy effects achievable with YouTube marketing, particularly YouTube SEO , are varied: from acquiring new customers to increasing brand awareness to boosting traffic: One B2B video format is, for example, explainer videos. These can be used alongside already existing content to illustrate complex B2B products or services and present them to the target audience. Customer interviews are the social media equivalent of the classic case study: Here, there is the opportunity to solidify a positive image of their products or services in the context of actual usage. Satisfied customers simultaneously strengthen trust in their brand. internetwarriors – Your B2B Marketing Agency in Berlin As a 360° B2B marketing agency headquartered in the heart of the capital, we offer you both competent consulting and operational support in all areas of B2B content marketing. We view B2B content marketing as a component of a comprehensive online marketing strategy. We accompany you through all disciplines of online marketing and work closely with you to develop an effective marketing concept to achieve your goals. Contact us now!

Table of Contents 2020 and 2021 were years with special challenges. The pandemic not only affected the private and professional lives of most people, but it also influenced online marketing. What will 2022 look like? The warriors team looks ahead and summarizes the key developments for you and ventures a look at the trends of 2022. What innovations will there be in SEO and SEA, how will web analytics develop, and what opportunities does social media marketing offer? Our best tips for you to make your online marketing fit for 2022! Online marketing is constantly evolving, new platforms emerge, trends come and go. Some prevail, others do not. We have just celebrated our 20th anniversary as an agency and looked back on the developments we've witnessed. Today we look forward: how will online marketing change in 2022, what trends do the experts in different channels see in our team? An outlook and professional assessment. How is the online marketing world developing in 2022? Before we look ahead, it's worth taking a look back at 2020 and 2021. Two years in which hardly anything was as it was before. The pandemic significantly changed the private lives of most people as well as the working world. The way many teams work, for example, or the demand for certain products and services. We now have almost two years of experience on how our industry and our clients' industries have changed due to Corona. And since the pandemic will also impact the coming year, we can use these insights for our planning and our online marketing strategy for 2022. Especially in uncertain times, reliable data is invaluable. Those who conducted correct tracking and professional web analytics in 2020 and 2021, observed their industry and analyzed their target group's behavior, are better prepared for 2022 than competitors lacking these figures and insights. This also includes having a sense of how potential customers want to be addressed during such a challenging time. What is important to your target audience? What values, needs, and questions do they have? This knowledge is invaluable for online marketing. That’s why the guideline for 2022 remains: “Data driven marketing” is a key to success. Another trend that will continue: people expect personal outreach instead of anonymous mass communication. This applies to newsletters, as well as social media, SEA, or SEO. Since not everyone can be addressed individually, this means precise segmentation, accurate targeting, and most importantly, clearly defined target groups and customer journeys. What do users need at what time? It's less about the pure sale than building trust and a relationship with potential customers. Especially in a pandemic where emotional needs differ from previous years, personalization is more important than ever. Besides, automation is becoming increasingly important: which processes can be automated or supported by automation? The focus of manual work in online marketing is increasingly shifting towards strategy - the profession is changing, and the demands on online marketers are rising. Interdisciplinary knowledge and an eye for the bigger picture are now almost prerequisites for successful online marketing work. It's a reason why, as a full-service agency, it’s essential for us to develop holistic strategies for our clients and work together as a team towards success. We don't see the individual disciplines as isolated but as puzzle pieces. This is not always taken for granted, but we are convinced: it’s becoming increasingly important! Current politics and major public issues also influence content in online marketing. Customers are setting higher standards for quality and corporate values. Sustainability and inclusion are in the public focus and must be taken into account in strategy if these topics are important to your target audience. Especially polarizing questions (such as gender-neutral language - we have an answer from an SEO perspective for you ) require companies to answer: what values do we stand for, what are our core messages, how do we position ourselves, and how does our target audience view it? These questions should be reflected in corporate communication and accordingly influence online marketing measures. Just as content and processes change, our way of working is also evolving. Remote work and hybrid work models are now commonplace, and customer contacts and sales are almost exclusively online. We’re not alone in this; Digital Only Sales is one of the big trends these days. The lack of opportunities for in-person (or F2F?) contacts forces most industries to rethink - online marketing plays a crucial role in the online lead generation within the sales funnel. Another trend, from our perspective a positive one, is Consulting Based Selling , which we also incorporate into our online marketing strategy: here too, the needs of the target group are central. The focus is less on selling a specific product or service and more on finding individual solutions for customers. In practice, this means first engaging in exchange to find out what the optimal solution for the problems or needs is. Once again: relationships and trust as a basis for sales. SEO Trends 2022 The SEO year 2021 was shaped by numerous Google updates (Core Updates, Spam Update, etc.), primarily by the Core Web Vitals, which have played an important role in ranking since the summer. The user experience, which Google has pointed out for years as an important factor, is now representable in concrete figures and presents real challenges for many companies because not every system is equally well set up for fast performance and high user-friendliness on mobile devices. This development will continue, and systems need to keep up to respond to the rising demands. The better Google learns to interpret search queries and the meaning behind them, the more important it is for companies to focus on the “ User Intent ”: what is the need or expectation behind a keyword or phrase? Is it an information need, a buying intent, or simply a desire for entertainment? Merely looking at search volume is no longer enough to qualify keywords, the intent behind them must also match the target page. What type of content and page best addresses the need - a product page, a shop category, a FAQ page, a blog post, a white paper, or a service page for example? And how do these contents and pages fit into the Customer Journey and the company's goals? Keyword-optimized landing pages are no longer enough - they must also fit the user intent. A development we're observing and that will continue in 2022 in SEO is Google's focus on high quality and trustworthy content and publishers. Especially in potentially sensitive industries, where accurate information is particularly important (such as medicine or finance), but also in other areas, we're observing how important a strong brand is. Technical SEO is thus not unimportant, especially in light of the Core Web Vitals it's of great importance, and the technical fundamentals , which alone had a significant positive impact in the past, are now in many cases only the foundation and no longer sufficient to significantly improve rankings across the site (apart from essential technical errors). Every company needs a holistic sustainable SEO strategy , in which technical functionality and targeted content for the target group and user intent are equally considered. Tip : If you've already analyzed your most important keywords and planned corresponding content - consider the intent and check if the intent and content align. Plan not only technical and content search engine optimization for 2022 but also measures to strengthen your authority in your industry. Publish “thought leadership content” to demonstrate your expertise and be present on other relevant platforms as well. SEA Trends 2022 The biggest innovation in Google Ads: Expanded Text Ads (ETAs) will be discontinued and can no longer be created from summer 2022. Instead, Google's focus is on automation . Optimization is done via algorithm, working with machine learning and artificial intelligence. Advertisers thus have significantly fewer levers for manual optimization available. For SEA experts , this means that less and less manual work is necessary for campaign management and optimization. However, the overall strategy and alignment will become more important in this field. What is the company's goal across all online marketing measures and what role can SEA play in it? Who is the target audience, what are their intents and needs, and how can they be addressed? What does the customer journey look like? Which target pages are suitable? The connection to other online marketing channels also remains important to utilize synergy effects. The importance of mobile access is becoming increasingly significant for SEA: all campaigns must be optimized for mobile devices. Target pages must not only be accessible on mobile but also operable. This not only prevents a high bounce rate but also a negative rating by Google. Another current development, significant in 2022 and beyond, is the increase in voice search use. “Voice shopping” - shopping via voice-controlled inputs in devices like Alexa or Siri - may not yet be a major topic for the general public but is a future model ( as predicted in a Google study back in 2019 ) that must be considered in SEA, as voice search works differently from traditional search. Especially in paid online marketing channels, measurability of actions is indispensable for meaningful evaluation and derivation of measures. Current data protection regulations have changed the tracking we have known for a long time and bring new challenges. The goal must be to gather as much data as possible and integrate it into campaigns. Only if we can reliably evaluate performance and user behavior are we able to assess actions and optimize them in a targeted manner. Tip : If you haven't considered the user journey yet, you should urgently do so and incorporate these insights into your actions. The automation of Google Ads continues to progress, and advertisers must address this topic. Those who engage early, test, and gain experience do not relinquish control to Google in one step but can learn and evaluate how successful these automated campaigns are and where room for maneuver remains. Read more about the future of search engine marketing in this article: Search Intent & Ads Automation – the Future of Google Ads Web Analytics Trends 2022 As previously mentioned, Data Driven Marketing remains important. The significance of professional web analytics is accordingly large: correctly set up tracking and qualified data analysis to draw the right conclusions can make a difference in using the online marketing budget efficiently. Especially in the last two years when due to the pandemic in few industries was

Is your content working for you and generating leads, or do you feel your efforts aren't bringing the desired result? The significance of content cannot be overstated these days, but there are numerous hurdles. Perhaps what you lack is an effective content marketing strategy. Why is a content marketing strategy important? Content creation accounts for a significant part of the online marketing resources and costs for many companies. Social media posts, newsletter content, blog posts, content for other advertising materials and channels. It's not just the writing but also the publishing and promoting that take up a lot of time. To leverage synergies and create content as targeted and effective as possible, a good content marketing strategy is essential. The foundation of the strategy: what goal do you pursue with your content? Each channel and every single content piece can pursue different goals, but an overarching company strategy should set the direction. Creating content without a goal is, in the worst case, nothing but a waste of resources. Thus, ask yourself this question: What is your primary goal, why are you allocating budget and resources for content creation? Why are you investing in content marketing? The most important goals include Increasing revenue / boosting conversions Increasing traffic / expanding reach Brand building / increasing brand awareness Link building In reality, campaigns often aim to fulfill multiple goals, which is why defining the primary objective is especially crucial. Why? Content types, content material, target audience, and audience address can differ significantly depending on the most important goal. Therefore, the content marketing strategy sets the framework for content campaigns and measures, preventing content from being created without planning and direction. The importance of user intent and target audience (Buyer Persona) Behind every search query is a need. User intent is therefore essential in search engine optimization, but also in the SEA channel. Yet, on other channels, the need is critical, as users will only click on a link if they expect something in return, such as: The answer to a question A purchase opportunity Help with a decision before a purchase Entertainment If you create content based on keywords, the key question is: what is the primary user intent behind the keyword? The more specific the keyword, the easier this question is to answer. In contrast, very generic keywords often allow for multiple interpretations. The intent behind

Table of Contents What does the future of B2B sales look like? The COVID-19 pandemic has been impacting us for almost 1.5 years now and has had massive effects on both our private lives and the work world. Entire industries have been and are in crisis, and almost all companies had to rethink their work models and ensure the greatest possible safety for employees. Sales have also been affected, and new tools and channels for lead generation had to be found, especially in the B2B sector. In this blog post, we share current insights from expert surveys with you and provide tips for your own B2B sales: which sales models are future-proof? Where and how can online channels assist? What advantages has COVID-19 brought to lead generation? How can you achieve effective sales? How the COVID-19 pandemic has changed the world of work and sales Due to contact restrictions and the necessity of hygiene concepts, travel was heavily restricted, especially in spring and fall/winter 2020 and in spring 2021. Companies switched to remote work, and sales had to work from home offices and largely forego on-site visits to (potential) customers. Interestingly, some companies reported better productivity when working from home – especially those employers who actively supported and encouraged their employees during the pandemic. That's what a McKinsey study found. The Sales Management Department at Ruhr University Bochum conducted an extensive survey of B2B companies in the DACH region regarding their sales experience during the 2020 pandemic. Executives and sales leaders from 777 medium and large companies were surveyed via questionnaire. Over 50% of them were either in the service sector or manufacturers of industrial goods. Over 89% of respondents were affected by the COVID-19 shutdown in 2020; this meant that customer on-site visits were not possible. Nevertheless, the majority of companies met their sales targets or narrowly missed them. About 19% slightly exceeded their targets, and over 8% significantly exceeded them. This suggests that successful sales are possible at least predominantly remotely. Channels such as online meetings, video calls on smartphones, and even LinkedIn and online demos were primarily used. You can read more results from the survey as you continue through this article. Hybrid Work and Hybrid Sales - the Models of the Future The future work model is hybrid. Employees appreciate the freedoms and flexibility of working from home but miss the office and colleagues and feel isolated. Not everyone can work well at home; conditions vary significantly depending on the family situation and living environment. A McKinsey study found that 9 out of 10 surveyed employers want to combine in-office presence and remote work post-pandemic. However, there is largely still no plan for how exactly this should be implemented. This leads to significant uncertainty among employees, the study revealed. For example, questions need to be resolved such as: How should work be structured? What are the expectations? Concrete approaches or guidelines are largely lacking. The result is burnout, concerns, and stress. A situation that employers must respond to, to reduce as many uncertainties and fears as possible. A good approach is to include employees in decision-making processes and discussions: what do the employees themselves want? Sales will likely increasingly rely on hybrid and remote models, and here too, there must be fixed rules and structures. According to the survey of the Sales Management Department at Ruhr University Bochum, around four times the number of visits were possible compared with on-site sales. Furthermore, online meetings save time – averaging 40 minutes, they were significantly shorter than on-site visits, which averaged 70 minutes. In addition, the travel time that cannot be 100% productively used is saved. This way, the online variant saves even more time and frees up resources. The results suggest that sales are also moving toward hybrid sales, as companies have recognized the advantages of online sales. However, there are also hurdles that companies had to overcome, as hardly any innovation comes without challenges and difficulties. The Challenges of New Hybrid Work Models in Sales Hybrid sales mean combining on-site visits and online meetings. The survey of Ruhr University Bochum shows where the challenges lie. Online sales operations are subject to different conditions than traditional channels with personal on-site contact. Processes need to be rethought, team leaders and sales staff must learn new skills. Hurdles can also be observed on the customer side. According to the study, the acceptance of online sales varies significantly among different customer types. About ⅔ of the global accounts and key accounts could be reached well through online channels. Among B and C customers, it was only about half or even just 42%. Differences were also noted across different industries. Not every occasion and situation is suitable for an online meeting. The study differentiates between these customer groups and situations: New customers Initial contact initiation First purchase consultation Relationship building/follow-up Negotiation appointment Problem-solving and coordination execution According to the assessment and experience of the respondents, problem-solving is particularly suitable for the online format in new customer sales, while all other situations should be conducted as on-site visits. This applies particularly to negotiation appointments. For existing customers, according to the survey, all situations are suitable, although relationship maintenance works better in direct personal contact on-site: Consultation on new product/first purchase Repeat purchase/order (similar/modified product) Relationship maintenance Negotiation appointment Problem-solving and coordination execution Differences between the various industries of respondents were also noted: Online meetings are particularly useful for banks, insurance companies, and financial services, as well as IT and telecommunications Most problematic for wholesale and retail It is important to understand the customer's preferred care mode - online or on-site. Only this information helps decide for which customers and situations the on-site visit is important or even necessary for closing a deal and where online meetings suffice or even offer advantages. Virtual team meetings and video conferences have been a fixed part of many teams' workdays since March 2020. Their advantages and disadvantages have been extensively discussed, such as the fact that it is impossible to look someone in the eye during video calls. Online formats also lead to fatigue more quickly, necessitating more frequent breaks – something that online conferences have already widely accounted for with shorter sessions and more breaks. The biggest challenge in online sales lies mainly in the limited perception of non-verbal, emotional language. Many cues such as facial expressions, gestures, and body posture are lost in video calls, which are available in personal contact and help assess the situation. However, technical issues and the skill levels of sales staff in online meetings are also challenges. This means that new skills are needed, sales staff need to be trained, and the optimal process and suitable tools need to be tested and established. Online Lead Generation as a Relief for Sales If COVID-19 has shown us and our customers one thing, it is this: online channels are almost indispensable in sales. Nevertheless, many companies are not yet fully exploiting the potential of online advertising and lead generation. Online lead generation offers many advantages, such as: Scalability: If the size of the target audience is known, online advertising can be well scaled. Additional information such as the average click-through rate for the respective channel and type of advertisement, as well as click prices or costs for a specific number of ad impressions, make it easier to predict how many people can be reached with a specific budget – and what it costs to increase this number and gain more leads. Measurability: With properly set up tracking, channels and individual campaigns can be accurately evaluated for their efficiency and ROI or ROAS. Even individual ads can be compared to implement campaigns as effectively as possible and achieve the best ratio of revenue to expenditure. Precise Targeting: The targeted approach to target audiences with precisely defined measures is possible in various online channels because such information is available and can be used. For example, this might mean addressing executives in a particular industry via LinkedIn in B2B sales or reaching people of a certain gender with specific characteristics or interests on Facebook in the B2C sector. What does this mean for B2B sales and new sales models? Where can online marketing and online lead generation assist? Depending on the target audience and industry or topic, online advertising can reach a high reach – initial contacts could be established through presence in paid and unpaid search results as well as visibility on appropriate social media channels and be fed into the sales funnel. Additionally, if a sales tool like LeadInfo (link to blog post) is used, sales can be significantly relieved by pre-qualifying potential customers and passing only the most promising contacts with a high conversion likelihood to sales. Online marketing also helps increase brand visibility, position the company as an expert and authority, and build trust with the target audience. Thus, online actions can significantly increase the number of contacts with potential customers without the sales team always having to be in personal contact. Therefore, online lead generation can effectively complement traditional sales. Achieving Successful Hybrid B2B Sales The survey has shown: The hybrid sales model leads to more productivity and saves time and money. Digital channels offer many opportunities in B2B sales as well, although online contact cannot entirely replace on-site contact – the right balance must be found. The key success factors from the results of the Ruhr University Bochum survey and our own experience summarized for you: The training of sales staff is essential to be well-prepared for online meetings and successfully conduct them. Sales competencies are even more critical online due to the limited non-verbal cues, with new skills needed; for instance, managing conversations over online tools. In this context, leaders must also take on a coaching role, accompany and support employees. The topic of remote leadership has gained significantly more importance since COVID-19 – leading hybrid or remote teams is a skill many leaders had to acquire: How can motivation be maintained even while working from home? How can team cohesion and camaraderie be strengthened even if the team only meets virtually? High-quality technical equipment is a prerequisite to avoiding problems and appearing professional. This applies to both the hardware and suitable tools. To have an effective sales process, online platforms and CRM systems must be integrated into the sales process. Equally important is correct lead tracking and the assignment of leads to the respective channels and campaigns, as well as the qualification of contacts for the sales process. All relevant channels should be used in online lead generation, even in B2B sales, especially social networks. Relevant initial contacts can be reached via LinkedIn or XING, for example. Ultimately, it is the combination of various channels that increases success. It is less about the number of on-site visits and more about the total number of contacts : How often do prospects interact with the company – through organic reach, paid campaigns, and personal contact, both online and on-site? In traditional sales, it was mainly print brochures, catalogs, or on-site product demonstrations. For online sales meetings, high-quality virtual product and company information such as professional product images and videos, promotional videos, the possibility for demos, and online company brochures are the equivalent. Good preparation of meetings is key to success online too: this includes, for example, a pre-sent agenda; the ability to prioritize topics or plan for experts who can be brought in as needed (an advantage over on-site sales – additional people can be added without significant additional cost). Freeing up capacities should be used sensibly – for instance, by supervising a larger number of customers or intensifying the care of existing customers. The online format can also allow the internal sales service to participate actively in sales, for instance, to serve small customers with minimal effort and improve customer retention. Hybrid sales, therefore, requires adapted structures and processes akin to Hybrid Work models, as well as training sales and considering all relevant online channels. There's a substantial opportunity to win significantly more leads at lower costs and support a larger number of customers per sales employee. Despite all the challenges, COVID-19 has opened at least new perspectives and potentials for sales. Digital B2B Lead Generation with internetwarriors Do you want to relieve your sales and gain more potential customers through online lead generation ? As a full-service online marketing agency, we have experts for all important channels on our team and can support you and your sales team in setting up campaigns and installing efficient tracking. This way, you gain more qualified leads for your sales team to process, increasing your visibility in your industry as well as your number of prospects and closures. We analyze your situation with you, identify the right channels and measures for you, and support you from conceptualization to implementation and evaluation. Contact us without obligation! Sources Survey by the Sales Management Department at Ruhr University Bochum: “Hybrid Selling: More Sales Productivity through Synchronized On-Site and Online Visits” (Link? https://smd.rub.de/hybrid-selling-blog/ ) McKinsey & Company: “What executives are saying about the future of hybrid work” (Link https://www.mckinsey.com/business-functions/organization/our-insights/what-executives-are-saying-about-the-future-of-hybrid-work ) McKinsey & Company: “What employees are saying about the future of remote work” (Link https://www.mckinsey.com/business-functions/organization/our-insights/what-employees-are-saying-about-the-future-of-remote-work ) Did you enjoy the blog? Recommend it now! Facebook Twitter Telegram Linkedin Envelope Whatsapp AUTHOR

Table of Contents Vertical Integration of Manufacturers - Why? Retail is booming, consumer demand and appetite for purchasing are constantly growing, and access to and demand for products is greater than ever before. Manufacturers must be making considerable profits and revenues and enjoying prosperous times, one might think. However, some companies have unfortunately learned painfully in recent years that sticking to conventional management styles and classic division of labor can quickly push you out of the market. It's crucial not only to appear solely as a manufacturer but also to get to know your customers personally. We'll explain why this is the case and what causes have led to it. But don't worry, we also have solutions ready for you. What is Vertical Integration Anyway? Vertical integration per se describes the integration of upstream and downstream stages of the value creation process. This means that the previously clearly separated roles and responsibilities of manufacturers and retailers increasingly overlap, and boundaries become more fluid. The mere division between manufacturers and transferring products to distribution partners is far from contemporary, with digitalization being one cause among many. Not only does a manufacturer's external presence become increasingly important, but customer loyalty should also be strengthened through open structures. In (online) marketing, this is called vertical marketing. In vertical integration, manufacturers become so-called verticalizing manufacturers - meaning the products are not only produced by a company but also responsible for sparking the interest of potential customers, building, and strengthening customer relationships. Moreover, a consulting function comes into play before and after purchase, potentially leading to direct sales - the manufacturer thus takes on a significant role in the value chain, depending on how the balance of power between the players is structured. This vertical integration of processes can run in both directions, not only from the manufacturer towards sales but also from retailers towards manufacturers. Given this situation, companies should engage with the topic of vertical integration. The Role of the Customer Life Journey and the Manufacturer Why integrating processes into the value chain into your own company pays off in the long run has something to do with the Customer Life Journey. This describes how a potential customer becomes aware of the brand, develops an interest in a product as well as a willingness to purchase, and subsequently informs themselves about the product. This process is followed by purchase and the customer is subsequently cared for, ensuring that they ideally appear as a returning customer. If a company covers as many steps as possible on this journey, the Customer Life Value increases: The likelihood of a customer's return through established customer loyalty and a repeat purchase rises. [caption id="attachment_24507" align="aligncenter" width="906"] Fig. 1: Customer Life Journey and Customer Life Value in the AIDA Model.[/caption] However, right from the first purchase, the preliminary step of customer loyalty is immensely relevant: The better a company's branding strategy is in advance and a brand builds up, the more likely the potential customer will convert into a buyer and choose against a competitor product. Who hasn't experienced it: You are looking for a specific product and possibly already in the store. A quick grab for the mobile phone to double-check and gather more information. A good branding strategy and optimized online presence can now be decisive for the customer's purchase. Those who have invested well here as a manufacturer can secure the purchase. It isn't necessarily required to have chosen direct sales as a channel, the same principle applies when selling through distribution partners. Branding Strategy - Why and How But how can a manufacturer advance brand development? The right branding strategy is crucial. Verticalizing manufacturers offer product services on their own pages that facilitate close and simple customer contact, provide high-quality informational material, and product presentations with high-quality photos and videos, zoom functions, and attractive product descriptions. All these services offer the potential customer a positive brand and shopping experience, even before purchase. The emotional connection and the build-up of trust between manufacturer and customer significantly contribute to brand identification and formation. Fig. 2.: Guitar manufacturer Fender (FMIC) showcases information and image material with a zoom function on the website and provides information about delivery times. A second important point and benefit that results from good branding and the resulting customer contact is the direct customer feedback that can be generated. Manufacturers finally have the opportunity to get to know their customers personally, understand their needs better, and use this valuable information not only for product improvements but also for additional services. This can sustainably improve the entire purchasing experience and strengthen the bond between manufacturer and customer. Targeted marketing further supports this process. The effect of approaching the customer also shows in product development: Manufacturers can immediately respond to customer wishes through close customer contact. Specific and personalized products are often the result, which in turn can lead to an even better reputation for your company. Fig. 3.: Example of product customization for customers of the pacifier brand "NUK". Individual design strengthens customer loyalty and builds customer proximity. When Partners Become Competitors Whether and to what extent vertical integration can be advanced depends heavily on the industry and the dealer network in which you distribute your products. As mentioned earlier, shifts in power relations occur not only between the retailers themselves but also between manufacturers and retailers. Where once distribution happened through wholesalers, today it's often the case that e-commerce shops compete not only directly with other brands on the page but across the entire internet. This potential loss of revenue for manufacturers entices companies to start direct sales to withstand the enormous competitive pressure. But caution, acting too quickly can be fatal. It should not be forgotten that at this point in time, dealers through long-term customer relationships, customer contact, and sales experience know the needs of buyers very well - manufacturers are initially often in a worse position. Therefore, it is urgently advised to openly disclose and discuss the steps of vertical integration with distribution partners, especially when considering setting up your own shop, so that the dealer network is not undermined and collapses. Also, due to the varying budgets of individual dealers, a sole takeover of direct sales by the manufacturer is generally not advisable. The establishment of direct sales and thus the positioning as a competitor of distribution partners should therefore be well planned and only occur when there is sufficient end-customer contact and brand building. Many manufacturers do not want to enter direct sales during vertical integration as such but instead offer specially manufactured product lines or brands in online shops that can be acquired exclusively. Fig. 4: Chocolate manufacturer Lindt & Sprüngli AG offers limited editions online in its webshop and thus becomes a seller in direct sales.[/caption] Next to selling selected bestsellers or limited editions, another option is presenting the products with the retailer search option. Here, the manufacturer assists the retailer in gaining customers. The outcome: The main focus here is not on building an e-commerce shop but on brand building and creating a close customer relationship. This brings advantages not only to manufacturers but also to individual retailers. Fig. 5: Calendar manufacturer "paperblanks" offers on its website not only the opportunity to purchase individual products online but also retailer search for further products. The technology manufacturer "Fujitsu Limited" also offers on its website the possibility to get more information about products and provides customer contact for this purpose. As a manufacturer, Fujitsu knows its products best; however, distribution continues externally through partners. On the website, the customer has the opportunity to receive accurate and targeted advice. Fig. 6: Fujitsu guides interested customers to the product through product descriptions and storytelling, demonstrating the company's understanding of customer needs. Through product videos, storytelling on the product page is further deepened. Also, the customer has all necessary information bundled at a glance, such as product awards, partner search, customer service number, and technical details. Upon the following visit to the retailer, the purchase decision is likely to be influenced by a buying intention for the Fujitsu Limited brand. Fig. 7: Elements of the website that are customer-focused. In the meantime, one must not forget that power relations shift mutually between manufacturer and retailer. Vertical integration doesn't only originate from the manufacturer's side; it can also be initiated by the retailer. Two scenarios arise from this: 1. Manufacturer as Retailer As just presented, manufacturers increasingly take on the functions of retailers, potentially distributing individual product lines through direct sales. 2. Retailer as Manufacturer But retailers also use their gathered knowledge about sold products and customer profiles. No one knows their customers better than the retailer: Through years of customer service and building trust in services, retailers and their networks possess unique information. They know customer preferences and behaviors and are now increasingly using this knowledge for themselves: They start developing their own brands and branding strategies, leading to new products. These then compete directly with established brands. Fig. 8: A small selection of the established private labels of the drugstore chain dm – drogerie markt GmbH & Co. KG, which the group has built up over the years. The adapted product articles and brands cause a stir among some established manufacturing companies as they may feel bypassed, following the motto: "We develop products, and you use your reach to bring cheaper yet similar products to market." However, this is rarely the case, as private labels undertake and support their own product developments. Ultimately, it is up to both manufacturers and retailers to develop new branding and marketing strategies, use them, and work together symbiotically instead of against one another. What This Has to Do with Online Marketing Specifically As already mentioned, users increasingly inform themselves before purchase or directly in-store via smartphones on manufacturers' websites about products and look for reviews and recommendations. Simultaneously, in the omnichannel marketing approach, in-store visits are becoming increasingly important in the online presence to support customers in their purchasing decisions and bind them to themselves. A good concept and strategy in online marketing that consider all these factors help companies engage directly with customers with comprehensive information and options such as good services and confident appearances, convincing them of their offerings. The introduction of online shops or a B2C website helps secure its place amidst the competition in the long run. Maintaining customer relationships on the company's own website allows customers to be analyzed through web analytics, providing essential insights for product development and identifying potential opportunities. If you decide to choose online advertising, like Google Ads, there are some points to consider. How are keyword prices developing for specific generic products? Can I keep up with my budget here? As a smaller company, it is advisable to start with specific products like top sellers and resort to long-tail keywords to optimally invest the existing budget and secure good positions. Online marketing deliberately intervenes in the users' customer life journey. This must be thoughtfully planned, implemented, and developed long-term to secure customer loyalty. A good marketing strategy for vertical integration propels the company forward, while a poor strategy can have the opposite effect. An important factor in vertical integration is the expansion of reach. Customer bases can be expanded through perfectly coordinated branding strategies in online marketing. Due to the increasing digitization of the market, online marketing, in particular, is becoming an important component, because: Online trade grows by about 10% annually. Take advantage of this development for yourself! Branding Strategy or Performance Focus: How Can I Participate in the Process? Depending on the starting position, different strategies arise. Are you still at the beginning of your online presence, and do you want to increase your reach? Or do you already have an online shop? 1. Pure Product Manufacturers For product manufacturers who do not yet have an online presence, building a user-friendly website is recommended. Together with the right branding strategy in online marketing, your brand can be further developed, and reach expanded. In the course of this, an online direct distribution can be set up. 2. Manufacturers with Direct Sales Seeking Market Entry Manufacturers with their own direct sales are also looking for new markets. How can you attract more customers with your direct sales and acquire new customers? How can you bring your offering closer to additional potential customers and advance your company? Through retailer networks and targeted use of the right marketing strategy and advertising opportunities, market entry into new target groups can be successful. 3. Manufacturers with Customer Contact and Sales: Process Optimization and Expansion of Online Commerce If your company is already known to customers not only as a brand and manufacturer but also in direct sales and as a dealer, the right marketing strategies help optimize processes and further expand online commerce. Many factors must be considered, and with the use of the latest techniques and advertising opportunities, new possibilities arise continuously to strengthen one's position and offer users a unique experience. New strategies not only help increase sales but also reveal new potentials. Different Industries, Different Customs In the vertical integration of markets, much depends on the industry one operates in. While some industries are already established in online business, others are only gradually catching up step by step. With fashion and electronics brands firmly established in online business with almost 50% market share in online sales, the healthcare industry is slowly catching up with a share of 6.2%. In every market entry, legal fundamentals and hurdles must naturally always be checked, which in some industries must first be overcome. The potential exists in all industries, and the market is not saturated. Fig. 9: Apple Inc. offers special educational discounts on the website and utilizes this as a USP for its own online shop.[/caption] Especially in high-turnover industries, the direct sales of large companies are usually tolerated by retailers. A good example is the technology company and giant Apple Inc., which can particularly position itself well in its own shop with special discounts like educational discounts. While some dealers might remove (individual) products from distribution in the case of vertical integration of less known brands in case of poor communication between manufacturer and dealer, direct sales are tolerated in the case of prominent companies. Therefore, strong ties and open communication between manufacturer and dealer are extremely important. Fig. 10: Technology manufacturer Apple Inc. offers products directly for purchase on its website. Apple directly engages with the customer and understands their needs: a particularly user-friendly and short funnel simplifies the purchase. There are numerous ways to reposition and expand your company through vertical integration. New strategies, current techniques, and offers in online marketing significantly help achieve these goals. Utilize vertical integration for yourself as well! Internetwarriors GmbH – Your Partner with Expertise and Industry-Specific Solutions Internetwarriors GmbH specializes in individual customer solutions for online trading. Whether you are in the process of building a brand, exploring new markets, or want to increase your revenue with online marketing - we offer a solution tailored personally to you. Our years of industry experience help us find the right strategy for you and your digital business model. We look forward to your inquiry .